Increase LTV and AOV by Using Okendo, ARPU, and Klaviyo Together

The tools you use to guide your business can put a considerable amount of data in your hands, but you rarely enjoy the full benefit because they’re often locked in separate tools. Bringing that data together can help you take steps to improve your retention rate, LTV, AOV and create a better subscriber experience. 

There are 3 powerful tools that, when used together, help merchants build robust subscriber profiles that they can use to increase retention, LTV, and AOV. 

• ARPU provides multiple paths that allow customers to manage their subscriptions easily. In 2 clicks, subscribers can add 1-time items, delay an upcoming order, or swap a product for another variant.
• Okendo captures customer ratings and details how subscribers feel about their subscriptions. You can implement the smart review capture form on checkout, so personalized review requests are sent when customers purchase a product for the first time. The data Okendo captures can be shared with the next tool.
• Klaviyo pulls in metrics for merchants to build custom notification flows that can reduce churn and generate more revenue. Data from ARPU and Okendo can be tracked and sent to Klaviyo as a metric.

The tools you use to guide your business can put a considerable amount of data in your hands, but you rarely enjoy their full benefit because they’re often locked in separate tools.

Let’s look at some clever use cases of how these services can link together to provide an exceptional experience for your subscribers and boost those key metrics. 

1. Send Timely Subscription Upsells

If a subscriber purchases a 1-time add-on multiple times, they might be willing to subscribe to that product. Don’t wait for them to think of it on their own. Send an email flow that encourages them to subscribe. 

You can pair what ARPU knows about the purchase with what Okendo knows about the subscriber inside Klaviyo. Armed with this data, create a personalized email asking them to consider adding that product to their subscription. Remember to keep the subscription flow as simple as possible to cut down on any unnecessary friction. 

Make sure to sell the benefits of subscribing as well: convenience, never running out, and savings (if any). 

If you are interested in sending ARPU links directly through Klaviyo, get in touch. We’re building that and are looking for merchants who want early access. 

2. Avoid Recommending Products a Subscriber Won’t Buy

Your subscribers won’t purchase if the recommended product isn’t right for them. 

With Klaviyo, you can collect data over time regarding your subscribers' purchases from your ecommerce site. You can also collect data on what upsells they buy or don’t buy in ARPU and see how they rate their purchases in Okendo. 

Making smart recommendations is key to boosting your AOV through upsells.

For instance, if customers regularly purchase sustainable and eco-friendly products and rate them highly, it’s safe to assume that they value sustainability. In cases like this, it would be wise to build upsell flows (for 1-time products and subscriptions) that only include products they love and avoid recommending products they don’t.

3. Get Feedback When a Subscriber Swaps an Item

Sometimes, subscribers will swap their upcoming subscription product for a different variant or product, but it’s not always clear why. They may want to try something new, but it could mean they aren’t happy with the original purchase and are looking for a way to improve their experience.

It’s essential to learn why they changed their selection as quickly as possible. If their unhappiness goes unchecked for too long, they might cancel. 

When a customer swaps products through an ARPU flow, use Klaviyo to send an Okendo review request to understand if the subscriber:

1. Wants to make the swap permanent
2. Didn't like the swap and wants to return to the original item
3. Isn’t happy with the subscription experience at all

Options 1 and 2 would save the subscription, while option 3 is dangerous for the subscription and is the primary reason you should reach out early. If they aren’t happy being a subscriber, you can take steps to improve their experience. 

4. Find Out Why Subscribers Keep Delaying Their Shipments

Subscribers who repeatedly delay their shipments are highly likely to cancel their subscription.

Why do they delay? Perhaps they haven’t finished their previous order. Or maybe they aren’t sure if they want to stay subscribed. In either case, a bit of intervention could save the subscription. 

Configure Okendo to send a survey to subscribers who make consecutive delays. Then use the results of the survey to build a Klaviyo flow that offers a solution to the subscriber. For instance, if a subscriber responds that the subscription cadence is too fast, you could follow up with an offer to adjust the interval. 

5. Use Data From Reviews to Surprise and Delight

Suppose a customer leaves a positive review about one of your products. They explain that they love your hand soap and hope to try your lotion soon. Imagine how excited they would be if a sample of the lotion showed up at their door one day!

Surprising and delighting your subscribers is a powerful way to keep them for the long term. It shows that you care about their needs and want to do everything you can to make their experience pleasant. 

With Okendo, you can capture customer reviews and ratings. Store that data in Klaviyo and check it regularly for opportunities to delight your subscribers. 

6. Solicit a Review from a Gift Recipient 

Reviews are effective social proof motivators for customers. A product with a glowing review profile is more likely to get sales than a product without any reviews. 

Okendo is a powerful tool to solicit reviews from your customers/subscribers, but your gift recipients are also potential review sources. If you use ARPU to let your subscribers buy 1-time gifts for friends*, you can store the gift recipient’s email address in Klaviyo and then use Okendo to send a review request. 

Surprising and delighting your subscribers is a powerful way to keep them for the long term. It shows that you care about their needs and want to do everything you can to make their experience pleasant. 

One caveat: Review requests are considered transactional, but be careful not to use the gift recipients email in your main marketing lists.

*Curious about how subscribers can buy 1-time gifts for friends using ARPU? Check out this article. 

7. Send a Campaign Based on a 1-time or Subscription Purchase

Every action a subscriber takes with your brand is a potential data point. Put all those data points together, and you can make intelligent assumptions about your customers.

For instance, if a subscriber makes a 1-time purchase through ARPU, you’ve just learned one new thing about them. That data point can be added to Klaviyo and used to send custom campaigns offering products or educational information. 

Suppose a subscriber makes a 1-time purchase of protein powder to add to their smoothie subscription. You now know that they are interested in building muscle, weightlifting, and/or weight loss. Creating an educational email flow about these topics might be worth your time. This flow is a great way to bolster the subscriber experience. 

Every action a subscriber takes to engage with your brand is a potential data point. Put all those data points together, and you can make intelligent assumptions about your customers.

Your Tools are Stronger Together

We’ve given you some use cases to show how Klayvio, Okendo, and ARPU work together to create a data-based subscription support system that’s stronger than the sum of its parts. But you probably use lots of tools than what we’ve listed. 

Think critically about how you can link them to create a powerful subscription experience that delights your customers and boosts your retention, LTV, and AOV.

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